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Use of Social Media by Swiss Higher Ed
Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General.
Swiss Knowledge Network with outposts in Boston . San Francisco . Shanghai and Singapore
2nd Annual MeetingMay 16, 2012
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 3: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/3.jpg)
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 4: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/4.jpg)
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Where is Swiss Academia Today?
Social media is a priority for 42% of the institutions
72% say that they are using the tools, but are just trying them out vs. aggressively testing or utilizing social media on a regular basis
Source: Survey conducted by swissnex San Francisco in December 2011
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Social Media Managers on the Rise
Source: Survey conducted by swissnex San Francisco in December 2011
27% have a social media manager, 42% plan to hire one in 2012
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Strategy And Policy Are (Almost) in Place
Source: Survey conducted by swissnex San Francisco in December 2011
42% have a social media strategy, 37% have policies and guidelines in place
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How is Swiss Academia Using Social Media?
Foremost, social media supports distribution of content, news, research results, and events
Social media also allows institutions to hear what is going on and engage with relevant audiences
Source: Survey conducted by swissnex San Francisco in December 2011
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Social Media Supports Many Goals
Source: Survey conducted by swissnex San Francisco in December 2011
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What Are The Biggest Challenges?
Greatest barrier is the lack of resources
Lack of knowledge and awareness is also still a big factor
Source: Survey conducted by swissnex in December 2011
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Which Social Media Are Used The Most?
Most important tools are Facebook, Twitter, YouTube and blogs
Source: Survey conducted by swissnex San Francisco in December 2011
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 12: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/12.jpg)
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 13: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/13.jpg)
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Facebook | Overview
Most universities and universities of applied sciences have an official page on Facebook
EHL and EPFL are the frontrunners
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No
v 17
Au
g 1
2
May
5
No
v 18
Mar
11
Timeline: When Did Swiss Higher Ed join Facebook?
2012
Mar
18
Ap
r 15
Jan
20
Jun
17
Jun
30
2007 2009
Au
g 2
5
Jun
8
Mar
30
Sep
t 21
Feb
15
Feb
28
May
18
No
v 17
May
29
Dec
19
Mar
4
Dec
22S
ept
17
2009 2010
May
4
Sep
t 12
2011
Date equals the day of the first post on Facebook
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Facebook | Mentions for Universities
EPFL and ETH get the most mentions on Facebook
Source: Radian6
Posts on Facebook that include institution’s name in March and April 2012 (e.g. search terms for UNIBAS: Universität Basel, Unibas (and Basel), Université de Bâle, University of Basel)
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#higheredCHFacebook | Mentions for Universities of Applied SciencesEHL has most mentions
Source: Radian6
Posts on Facebook that include institution’s name in March and April 2012 (e.g. search terms for UNIBAS: Universität Basel, Unibas (and Basel), Université de Bâle, University of Basel)
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Facebook | Checkins at Universities
Steep increase in checkins
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Facebook | Checkins at Universities of Applied Sciences
Checkins also on the rise at universities of applied sciences
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 20: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/20.jpg)
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Twitter | Overview
Every Swiss university has at least one Twitter account
Most of the participating Swiss universities of applied sciences have a Twitter account (10 out of 14)
Most followed are EPFL, ETHZ, and EHL
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Ap
r 12
Jun
23
May
7
Timeline: When Did Swiss Higher Ed Start Tweeting?
2009 20122010 2011
Mar
03 A
ug
13
Jan
19
No
v 30
Mar
23 N
ov
19
May
18
2007 2009
Jun
19
No
v 23
Dec
23
May
21 Dec
31
Au
g 8
May
18
Dec
12
May
24 Dec
19
Jan
28
Dec
22
Jun
6
Feb
10
2009
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Twitter | Activity
HSLU is the most active institution on Twitter in Q1 2012
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Twitter | Reach
Federal institutes had the highest reach in March & April 2012
Source: Radian6
Reach = number of Twitter users who see tweets, retweets, and mentions
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 25: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/25.jpg)
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iTunes U | Overview
UNIL, FHNW, FFHS are present on iTunes U with a customized channel and numerous podcasts
FHNW joined early 2011
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#higheredCH
Use of Social Media by Swiss Higher Ed
• SURVEY RESULTS
• Where is Swiss academia today?
• How are they using social media?
• Goals? Challenges? Tools?
• RESEARCH RESULTS
• iTunes U
• OUTLOOK
![Page 27: Use of Social Media by Swiss Higher Ed Initiative of the State Secretariat for Education and Research SER Annex of the Consulate General. Swiss Knowledge](https://reader035.vdocuments.mx/reader035/viewer/2022062618/5513e94c55034646298b5c9b/html5/thumbnails/27.jpg)
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Where is Swiss Academia Headed in the Future?
Focus in the future will be on Google+ and podcasts
Source: Survey conducted by swissnex in December 2011
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QUESTIONS?